Staying sharp: How contractors can compete in a market shaped by mergers and acquisitions

RCS Influencer John Kenney says contractors who stay grounded in fundamentals will not only survive this era of consolidation but also emerge stronger. 

The roofing and construction landscape is shifting fast. Across the country, we’re seeing mergers and acquisitions roll through the industry, consolidating once-independent players under larger umbrellas. For contractors still running their own shops, it might feel like you’re staring down a storm with no cover. But the truth is, smaller and mid-sized contractors can hold their ground and thrive if they know how to lean into what makes them valuable and unique.

I’ve seen this cycle before. When significant money steps into roofing, there’s a scramble for market share, price leverage and brand visibility. That can squeeze out the middle if you’re not paying attention. But it also opens the door to differentiate, pivot and make your company more resilient. 

Start by defining your identity — Then double down 

The first mistake contractors make in a shifting market is trying to copy the big players. You’re not going to beat a national consolidator at playing their game. Their advantages are scale, volume pricing and shared resources across multiple branches. That’s not your lane. Your edge is your agility, your relationships and the value you bring through direct accountability. 

You must clearly define what you stand for and ensure your market knows it. Suppose your reputation is built on being the company that shows up when no one else will or the one that fixes the other guy’s mess. Own that. If your craftsmanship on custom sheet metal work or restoration is unmatched in the area, lead with it. A smaller contractor who’s built a name on trust, precision and local understanding can still outpace a roll-up in the long run. 

Elevate the customer experience 

While M&A firms may streamline operations, they often struggle with consistency across locations. That’s your opportunity. Local contractors can out-service the competition by tightening their customer journey from first call to final closeout. That means better communication, clearer scopes of work, proactive scheduling and, yes, post-job follow-ups. Homeowners and building owners want to feel like they matter. When you treat them as more than just a number, word spreads. 

Don’t underestimate the power of your front-line people. Train your teams not just to install but to represent your brand. A technician who takes five extra minutes to explain a repair or clean up the jobsite can win you five subsequent referrals. 

Lean into specialty and technical expertise 

One way to avoid being lumped in with the masses is to specialize. Whether it's coatings, steep-slope restoration, architectural sheet metal or renewable roofing technologies, find areas where you can develop deeper expertise. Contractors with technical mastery become indispensable partners to building owners, consultants and even GCs, especially on complex jobs. 

I’ve worked with contractors who shifted their focus toward high-end residential or specialized commercial systems and could command higher margins even as competitors undercut each other. It takes effort to train your team and market that capability, but the return on that investment is long-term staying power. 

Modernize where it matters most 

You don’t need a full tech stack to keep up with the big guys, but you do need to adopt the tools that streamline your operations and improve client visibility. A decent CRM, digital inspection tools and professional proposals can elevate your image and increase close rates. 

But don’t adopt technology for show. Focus on tools that help you stay organized, manage costs, track jobs in real time and respond quickly to customer needs. Large firms often can’t match that responsiveness, which builds loyalty. 

Get visible, stay consistent 

If you’re not marketing yourself, you let someone else define your reputation. M&A-backed firms often invest heavily in brand awareness. You don’t need a national campaign, but you do need to stay top of mind in your local market. 

Keep your social media active with project spotlights, customer testimonials and educational posts. Stay involved in associations and local events — partner with other trades, manufacturers or distributors on community efforts. Visibility builds familiarity and familiarity builds trust. 

Protect your culture — And use it to recruit 

One hidden cost of consolidation is cultural dilution. Morale drops when employees feel like just another cog in a bigger machine. As an independent contractor, your company culture is a secret weapon if you build it right. 

Use it to attract and retain talent. Show your crews that they have a future with your company. Invest in training. Listen to their ideas and reward initiative. Word travels fast in this industry, and a company that treats people right will draw good workers even in tight labor markets. 

Compete by being better, not bigger 

The goal isn’t to match the giants in scale — it’s to beat them in execution. When M&A firms chase volume, you chase value. When they cut corners to protect margin, you double down on quality. You don’t need 20 branches to lead your market; you need a buttoned-up, responsive and respected company. 

Keep your focus tight, your standards high and your relationships strong. Contractors who stay grounded in those fundamentals will not only survive this era of consolidation but also emerge stronger on the other side.